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Marketing Research Articles Related to the Beverage Industry

Marketing Research Articles Related to the Beverage Industry

Showing items 1-20 of 58.

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A case study using the Heineken “Weasel” commercial

Published
March 2011
Authors
Sandeep Patnaik and Scott Purvis
Abstract
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

A look at the power of the design, the formula and the brand in taste testing

Published
August 2008
Author
Neil Kalt
Abstract
Using cola taste tests as a framework, the author explores the role and power of brand names and the design of the research process on consumer reactions and perceptions.

All chatter's not good chatter - tips for monitoring negative online media

Published
November 2012
Author
V. Kanchana
Abstract
Awareness of what media, investors, customers and competitors are saying about your brand online is critical in a new media age. Consistent media monitoring gives insight into how your organization, product, service and competition are performing and perceived by the public.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

An online community keeps beverage firm Cafédirect close to its customers

Published
January 2013
Author
Richard Young
Abstract
Cafédirect’s online community serves as a tangible expression of the coffee and tea maker’s core values and has also demonstrated a healthy ROI.

Analysis of beer ads shows the role of emotion in effective advertising

Published
April 2006
Author
Karl Rosenberg
Abstract
Emotion plays a central role in effective advertising. Through analysis of a series of beer ads, the author breaks down the many facets of emotion’s impact and the effect that emotional engagement has on attracting and holding attention, making a connection, creating buzz and building brand equity.

Are consumers receptive to innovative packaging structures?

Published
June 1999
Author
Elliot Young
Abstract
Product success is directly related to consumer receptivity to products and packaging. This article discusses packaging, including a study of a plastic beer bottle.

Budget-conscious wine drinkers not thinking inside the box

Published
December 2009
Author
Quirk's Staff
Abstract
According to Mintel, the U.S. wine market is expected to increase. Consumer searching sophistication at a fair price find their niche with affordable domestic labels.

By the Numbers: A step forward on measuring marketing research ROI

Published
March 2012
Author
Michael Conklin
Abstract
Thoughts on the research ROI movement and why Coke’s approach is important.

By the Numbers: Sample quality: selecting one from many

Published
January 2009
Author
Stephen J. Hellebusch
Abstract
Using a real-life example of a line extension, the author shows the impact that sample quality can have on testing the viability of a new product concept. In this case, factors related to low incidence made the research results tell an incomplete story.

By the Numbers: Under the influence

Published
May 2010
Author
Stephen J. Hellebusch
Abstract
The author replicated an experiment from Predictably Irrational to better understand the impact that arbitrary coherence might have on marketing research studies.

Confusion abounds when selecting antioxidant-rich foods

Published
December 2010
Author
Quirk's Staff
Abstract
A Los Angeles juice company surveyed American adults to gauge knowledge of antioxidants in fruits and uncovered misconceptions and misinformation.

Data Use: Reconciling Hispanic product evaluation ratings

Published
December 2011
Author
Jeffry N. Savitz
Abstract
This article looks at a method for measuring the cultural component imbedded in Hispanic product ratings and how to combine survey data from Hispanics and non-Hispanics.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

Ethnography from the client's perspective

Published
February 2009
Authors
Judith Langer and Jon Last
Abstract
The authors interviewed 26 researchers to explore how they use ethnographic research. Most found the method valuable, but they expressed concerns over cost, timing and the difficulties of getting management buy-in. They also disagreed over who is best suited to lead an ethnographic research project – a moderator, an anthropologist/ethnographer or clients themselves.

Eye-tracking helps reconcile the disconnect between shoppers’ words and their actions

Published
July 2013
Author
Scott Young
Abstract
Scott Young uses retail case studies to share tactical insights for enhancing in-store-marketing and discusses recommended applications of in-store eye-tracking.

Feedback portals can engender customer goodwill, satisfaction

Published
January 2009
Author
Vivek Bhaskaran
Abstract
If you make your most-engaged customers feel as though they are part of the very fabric of your business they will quickly become one of your most important strategic assets. Building and establishing an online feedback portal, which is explained here, can help create an ongoing dialog with these customers.

Firms are going multi-platform to get their messages out to multicultural youth

Published
April 2010
Author
Amy Henry
Abstract
Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.

Focus groups guide Pevely's brand positioning

Published
December 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Researchers used focus groups to help Pevely Dairy Company discover how to further develop its brand to appeal to consumers. Focus group participants shared their reactions to potential prototypes.

Food marketing to tweens and teens

Published
February 2005
Author
Ted Mininni
Abstract
Examines the effects that mothers and teens have on each other as buyers and consumers of products.